A futuristic look at the Permission Based Marketing model in the field of banking using the Delphi approach (Case study: Bank Mellat)

Subject Areas : Futurology

Elham Zarif chenarani mashhad ¹ , esfandiar doshmanziari ² , farzad asayesh ³

1 - PhD Student, Department of Business Management, Kish Branch, Islamic Azad University, Kish, Iran
2 - Assistant Professor, Department of Business Management, Islamshahr Branch, Islamic Azad University, Tehran, Iran
3 - Assistant Professor, Department of Business Management, Shahre Qods Branch, Islamic Azad University, Shahre Qods, Tehran, Iran

Received: 2021-05-15 Accepted : 2021-12-06 Published : 2023-05-22

Keywords: Keywords: Foresight, Banking scope, Delphi Technique, Permission Based Marketing,

Abstract :

The purpose of this study is to design, explain and present a Permission Based Marketing model in the field of banking among the employees of Bank Mellat branches.In this research, the combined method strategy has been used to answer the research questions. In this research, by means of Delphi method, the opinions of experts in this field have been collected and summarized. According to the purpose, the research is one of the applied and developmental researches and in terms of implementation method, it is a descriptive survey. First, the initial conceptual model extracted from the subject and background literature by the meta-integration method has been refined by organizational experts using the Delphi method. Data collection tool was an open questionnaire and purposive sampling method was judgmental. In the quantitative part, the Delphi process was performed in three rounds, and the criterion for stopping the rounds was reaching the Kendall agreement coefficient to an acceptable level.The findings show that Permission Based Marketing indicators in Bank Mellat can be grouped into six categories: advertising effectiveness, information technology, marketing capability, customer satisfaction, continuity of customer relationship and customer attitude, which are more important in terms of attitude Customer, advertising effectiveness, customer relationship continuity, customer satisfaction, information technology and marketing capabilities.The results showed that the bank's commitment to the customer is one of the main reasons for permission based marketing,Keywords: Foresight, Permission Based Marketing, Delphi Technique, Banking scope